This recent ad by Volkswagen tells its viewers exactly why the Volkswagen Tiguan is not as cheap as cars made by its competitors. The ad starts with a man looking for parachutes in a parachute store, who could not help but make a hasty decision by buying a parachute from the bargain bucket, leaving behind a far better quality parachute to be purchased by a Volkswagen Tiguan owner. I am sure you can already guess who the real winner is. The ad however, does not show the consequence of buying cheaper products than quality products, but the envy in the eyes of the bargain-looker was quite evident. Therefore, the message of this ad campaign is simple. Don’t go for something that is dirt cheap, only because it will save you a few dollars, instead go for quality products that although might charge you a few extra dollars but will ensure a safe…

People usually let the type of music determine their driving style. And that’s the widespread understanding. However in a new VW Golf GTI campaign, Volkswagen flipped this notation. How about an application that determines the kind of music played based on individual driving behaviour? That’s what the new Volkswagen Golf GTI’s “Play the Road” campaign is about. The german automobile manufacturer designed an iOS app in collaboration with Underworld that tracks the driver’s unique driving movements, location and speed. This is smartly done through a combination of GPS, gyroscope and accelerometer within the device, after which, the data is calculated to play the relevant type of music. How is it being done? Following is a description from the Volkswagen website to explain the science behind this app: “Using the musical program language PD (Pure Data) the music and data were brought together. Different musical motifs were attached to different data streams,…

To register a new side assist feature they came up with, Volkswagen made a simple yet mind jolting guerrilla marketing campaign. The side assist is a type of side mirror that let’s drivers see their blind spot, hence reducing the possibility of potential accidents. The campaign was based on this guy who pokes people from the side and avoids himself to be seen. When people turn the other way to find him, he gives them an information card. Pedestrians in front of one of the Volkswagen showrooms were victim of the famous shoulder poke joke, who were then offered a card explaining the Side Assist technology with a short sentence (in Spanish): “A sign when you can’t see,” informing them about how side assist is a live saving feature offered by Volkswagen. It is a smart and an effective way of guerrilla marketing where technically there is no cost involved, yet…